Top Internet Advertiser Achieves 65% Increase in
Clickthroughs by Consolidating Transactional and
Marketing Email Platforms
Gratis has seen improved deliverability for transactional emails.
"With respect to data management,
BlueHornet's transactional messaging
engine is a great 'set it and forget it'
tool. Mail automatically fires in real time,
so we can focus our time on
optimizing the program," says Michael
Goff, Director of Operations for Gratis
Internet. "We attribute our success to
simplification (it's easier to monitor one
email service provider account than
two) and to BlueHornet's expert team
who helped us integrate and optimize
our program."
Gratis Internet (www.gratisinternet.com) is a recognized industry veteran for global
internet advertising. They have built proprietary technology that enables them to
deliver unique creative solutions to publishers and advertisers worldwide to acquire
customers in over 40 different countries. Gratis pioneered online incentive marketing
in the U.S. and continues to refine their performance-based model of global customer
acquisition while pursuing leading edge business models that capitalize on disruptive
market changes worldwide. In 2005, they achieved a number 18 ranking on the 2005
INC 500 due to their rapid growth. Included in their advertising solutions are Gratis
Network, RedirectAds, FreePay, and several Facebook applications.
Problem:
Too Many Platforms, Too Little Time
Gratis was operating email programs across multiple platforms - using a transactional
platform that handled ecommerce related emails and a separate application for their
email marketing. Operationally speaking, it was a challenge to
keep the platforms in
sync - specifically, bounces and unsubscribes that were being collected in multiple
places. Also, since changing the content for their complex transactional messaging
programs proved to be difficult and time consuming, Gratis Internet was avoiding
program optimization altogether.
Need: Immediate Consolidation
Gratis needed a way to bring their marketing and transactional programs under one
platform so they could streamline their email management efforts. They also needed
to spend more time optimizing and less time monitoring their multiple email platforms.
Solution: BlueHornet's Transactional Email Messaging
Gratis Internet implemented BlueHornet's transactional email messaging solution
and immediately began to save time. They used the solution's dynamic content
capabilities to make edits on the fly and with much less effort, allowing them to quickly
update emails that are sent in real time. The transactional messaging engine also
features advanced tracking capabilities. This gives Gratis the ability to monitor their
transactional message delivery and performance statistics under the same umbrella
as the marketing emails sent through their BlueHornet system and use the time saved
to optimize their messaging.
Results:
Higher Click Rate, Improved
Deliverability, Time Savings,
and Increased Optimization
The transactional program returned
a 65% increase in clickthroughs
during its first three months in
operation.
Gratis has seen improved
deliverability for transactional
emails.
Gratis saves approximately four
hours per week on operational
tasks relating to unsubscribe and
bounce management.
More time can be focused on
optimizing email programs.
"We had never attempted to optimize our previous transactional program -
despite poor response rates, we had just set it and let it run. The BlueHornet
Transactional Messaging engine is extremely easy to use after integration. We
can now customize our content in an internal admin system, and have the change
realized in real time on BlueHornet."
- Michael Goff, Director of Operations for Gratis Internet
